Helps with advertising budget allocation strategies

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Attribution analysis is a method to realize optimal advertising management by segmenting and visualizing consumer purchasing behavior. In this article, we will explain in detail everything from the basic meaning and effects of attribution to the types of analysis models and how to proceed with the analysis.



What is attribution?


For marketers, for whom the use of web advertising has become essential as part of their marketing strategies, attribution has become a necessary method for optimizing web advertising operations.

So what exactly does attribution entail?

First, let's take a look at what basic attribution means.



What does attribution mean?


Attribution is a marketing term that refers to the degree of credit given to an eventual advertising conversion.

The word literally means "attribution" or "cause," and in recent years as the impact of web advertising has increased, it has become increasingly important as an indicator for measuring the effectiveness of advertising.

In most cases, before a consumer purchases a product or service, they go through various channels, click on an advertisement, and then make a purchase (conversion).

Attribution refers to the "indirect" contribution of each channel that the consumer came into contact with along their path, and quantifying and measuring that contribution is called attribution analysis.



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Attribution matters


Until now, when measuring the effectiveness of advertising, it has often been the case that the focus has been solely on the conversion rate of the ad, which has a "direct effect."

However, the concept of attribution, which measures the "indirect effect" on conversions, is gaining attention.

What are the possible reasons behind this?



It is possible to optimize the entire advertising promotion.


Attribution helps to properly evaluate advertising promotions and optimize the overall promotion design.

This is because measuring attribution makes it possible to visualize the channels and measures that have the greatest influence on the final decision leading to conversion.

Methods that only evaluate the advertising that occurs immediately before final conversion, such as listing ads, can only measure the local effectiveness of the promotion, not its overall effectiveness.

As a result, it is possible tunisia cell phone number list that advertising distribution and social media operations will be halted without realizing the indirect influence of an advertisement that led people to learn about the product or a post on social media that created a favorable impression of the brand.

Attribution analysis allows you to measure the overall effectiveness from both direct and indirect perspectives, making it possible to manage the entire promotion in an optimal manner.





Attribution analysis also contributes greatly to optimizing advertising budget allocation.

The reason for this is that by appropriately allocating budget to ads and initiatives with high attribution, you can indirectly improve the return on your advertising costs.

In many cases, budget allocation is prioritized to ads and initiatives that are directly related to the last click.

However, if there is no investment in advertising to raise awareness or in measures to increase consumer interest, and the only point of contact with consumers is advertising for sales promotion purposes, the number of consumers who convert will be limited.

To maximize conversions, it is essential to invest not only in the "purchase" phase, but also in the "awareness" and "interest" phases.

By utilizing the results of attribution analysis, you can allocate your budget at the optimal rate.